AT&T Trying Replacing Cingular Brand
05.21.07 - 11:32am
When you hear people talk of the iPone and the iPhone carrier, most people still speak of Cingular and that is something that AT&T is trying to overcome.
AT&T re-purchased Cingular when it bought BellSouth last year, and is desperately trying to make the AT&T brand name synonymous with the iPhone name rather than Cingular being the name synonymous with it.
This is AT&T’s chance to make their name “cool” again rather than just being old.
AT&T spokesman Michael Cole said “”The iPhone is one of the most anticipated handsets ever in the wireless industry, and we want to make sure that every drop of equity from the iPhone accrues to the AT&T brand. We want to be as far along as possible with our rebranding in advance of the launch of the iPhone.”
AT&T is trying to accomplish this by replacing the Cingular name in the interiors of its 1,800 shops. The exterior signs will remain the same for the moment until customers recognize that Cingular is no longer.
They expect the rebranding to take about a year, although no deadline has been set. The company will take surveys to assess how far along their rebranding has come. Currently AT&T is launching a new advertising campaign with the tagline: “Your world is wireless. AT&T is wireless.”
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